Keys To Creating Good Coupons

Due to the recession, the practice of coupon-clipping is becoming extremely common.  As a result, consumers can save money and businesses can attract new customers.  There are a few things businesses should consider when creating and sending out coupons, however, in order to make sure that things end well for everyone.

A Sta.rtup.Biz article outlines five different recommendations for what it calls "coupon success."  Number one – naming a specific product or service – is extremely important.  If a company is trying to offer $10 off a new $50 service, for example, and customers only know about a $150 service, the coupon is likely to be ignored.

Possibilities that lie in the opposite direction are even worse.  If people apply the coupon to a $15 service, the company will probably lose money.  It risks being overwhelmed by bargain shoppers and losing more solid customers, too.

The Sta.rtup.Biz article’s second suggestion – naming a specific dollar amount or offer – is related.  Businesses don’t need long lines of penny pinchers just dying to discuss whether a discount should apply to pre- or post-tax totals.  Also be careful of potential coupon doublers.

Here’s something else to consider: listing a promotion’s start date on coupons.  Or at least be aware that people tend to assume coupons are good as soon as they arrive.  More importantly, assign an end date.  The purpose of most coupons is to get customers in the door soon, not when they make a random association in 2013.

Finally, as the coupon article concludes, "Make sure the right people receive your coupon.  Take the time to define your target audience, find that audience, and then deliver your coupon to that audience.  Your efforts are useless if the right people don’t get your coupon and don’t know about it."